New York University Medical Center

DNA Analysis, Direct To You

05/14/2008
Staff Writer
It had big-money marketing written all over it. Every detail in the Soho gallery space was futuristically sleek and designed to impress the New Yorkers who, the company hoped, would be sold on shelling out $2,499 to get their DNA tested for 18 disease predispositions — but only after they enjoyed fresh pomegranate juice or a “Navitini,” a cocktail created for the occasion. Munching on healthy hors d’hoevres, several dozen people milled among the computer monitors showing Navigenics videos of happy customers.
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